key acc
DESCRIPTION
B2bTRANSCRIPT
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Key account management
Definition of key account management
Link between marketing and sales
Analysis and strategy
Customer collaboration
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Key account management cont.
• Appropriateness of key account management
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Key account management cont.
• Developing a key account management plan
Selecting key accounts
Building strategic relationships with key customers
Developing business strategies for key customers
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Key account management cont.
• Key account screening process
Similar to the GE matrix
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• Customer attractiveness measures
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• Supplier importance measures
Measuring the degree of importance of the purchase from
the customer’s viewpoint (B2B)
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• Supplier importance measures
The assessment of the supplier’s strength with the buyer can be used to calculate competitive strength as well as establish an idea of the supplier’s bargaining strength with a particular account.
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• Building key customer relationships
Developing business trust
emotional investment
attitudinal investment
competitive supply priority as share of business
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• Entry and exit barriers
Tactics used to develop entry and exit barriers
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• Developing business plans for key customers Situation analysis
the customer the competition the supply firm
Strategic options Develop a list of options. Prioritise the list. Assess the top priorities against the following criteria:
probability of successful outcome – risk assessment impact on the business and the relationship cost of implementation
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• Developing business plans for key customers Action plan
This is an operational plan of how the key strategy will be implemented on a daily basis.
Action plans are specific and mostly include scheduling and staff allocations as well as a way of measuring their effect.
Some action plans also include contingency options to cover unexpected developments disasters and accidents surprises in the industry or competitive environment sudden advances in technology events such as political elections where the result is not currently
known but will possibly affect the industry
• Contingency plans provide ready-to-go decisions when time is critical
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• Developing business plans for key customers
Profitability statement
Standard financial statements – indirect costs
Activity-based financial reporting – includes a rigorous measurement of all costs relating to sales, promotion and administration
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• Key account management skills
trusted partner
team leader
negotiator
pro-active agent for change
financial expert